Michael Appiah-Kubi

Experience

• 

  KOTRA

  Jan 2011 - Jan 2012

  Assistant Manager - Marketing & Research

  • Delivered $1million in fashion and home care sales through B2B.• Conducting research to ascertain market trend in trade and investment patterns. Co-ordinating Business to Business (B2B), activities between Korea and Ghana. Business Development and Budget support.• Facilitating synergies with other KOTRA branches managed by the KOTRA head office team and networking with private sector Organizations. Development co-operation, political and economic reporting.

• 

  Diageo

  May 2012 - Aug 2017

  • • Achieved +62% growth in Premium Spirits in 50 high end accounts in Kumasi, Ho and Koforidua via end to end JUBP planning with internal and external customers, between July 2016 and June 2017.• Delivered 58% merchandising, shop floor and shelf space in consumer-purchase decision corridor to drive 3.5 ROS versus competition at KCM. • Achieved an average double digit of +21% growth in premium spirits sales for two key distributors in Kumasi. • Executed 37 exclusive high end brand sponsored events including – [JW Otumfour Golf, All Black Party, All White Party, JW Ashanti Business Awards, Heineken/UEFA Champions League Final etc.] leading to TOMA for over 50,000consumers. In store activation and shop floor merchandising• People management – providing guidance, leadership and direction for a team of twelve (12) merchandisers and trade promoters. Third party agency and relationship management. Show less • Activity lead for Spirits Distribution Drive [SDD] and Step Up To Spirits [SUTS] campaigns delivering over 100% growth [doubling] of premium spirits portfolio for Diageo between January 2014 and June 2016. • Delivered a benchmark minimum of +12% ROI for all brand sponsored consumer and customer activities.• Achieved an average of 35% NSV growth in spirits sales for over 20 key distributors across Ghana through end to end JUBP process effectiveness and discipline, including quarterly [16 week] activity and cycle planning and effectiveness.• Lead member and activity owner for NPDs and launches - Spirits Everywhere [Project Gold], NPD - Smirnoff Double Black Ice Launch [Project Ariel] Orijin Bitters & Orijin RTD launch[Project Gloria & Survivor] and Bailey New Bottle launch.• Market insights and interpretation of syndicated data (AC Nielsen, IRI, CCR & Kantar) leading to go to market strategies and initiatives for NPDs.• Partnered a team of 200 over field sales force – sales execs, area sales managers, divisional sales heads, third party promoters and marketing personnel to ensure Diageo benchmark QDVPPP brilliant execution across trade for all Spirits and Heineken Beer via BTL and ATL activities.• Averaged activity tracking and M&E score of 80% or better for all premium spirits activities.• Third party agency management - Charterhouse, Swivel Marketing, EXP, BTL, Activ8 and others. • Educating and training of bar staff via Diageo Academy - Business of Bars and Master Bar Academy modules Show less • Achieved an average of 93% of a monthly sales target mix (Beers, RTDs, CSDs and IPS) • Member of plenary team for Advantage Route to Market (ARTM) & Advantage Route to Consumer (ARTC) diagnostics – delivering a 36% increment in volume sales for overall business, following implementation.• Grew 37 outlets categorized as D outlets to B category outlets through end to end JUBP business planning, consumer activations and customer planning and management.• Managed, coached and developed, and led a sales team of twenty seven (27) Van Salesmen and Trade Promoters.• Execution and implementation of customer and consumer geared activations and promotions aimed at countering/containing and winning against the major competitors• Tracking competitor performance (on field and online) and market intelligence to inform decision making and strategies through a managed SFA In-touch population of 617 outlets, ensuring a Total Beverage Business agenda through Diageo’s QDVPPP, Structured Call, Core Selling Skills, & DWS benchmarks. Show less

  • Key Account Manager

    May 2016 - Aug 2017

  • Activations Manager - RTDs, Mainstream, Premium & Reserve Spirits

    Nov 2013 - Apr 2016

  • Sales Executive

    May 2012 - Nov 2013
• 

  TAMA Cosmetics

  Sept 2017 - Jun 2018

  National Sales & Marketing Manager

  • • Increased NSV by 53% in last quarter of 2017 through distribution drive and yuletide gifting driven activities.• Designed and implemented a comprehensive marketing strategy for 2018, delivering pipe-fill demand in excess of $800,000 in gross sales by June 30, 2018. • Expanded distribution and reach from 156outlets/off takers to over 700 outlets/off takers, resulting in 85% weighted average distribution in Ghana through segment driven and tailored route to market and consumer campaigns.• Market insights and interpretation of syndicated data (AC Nielsen, IRI, CCR & Kantar) leading to go to market strategies and initiatives• Established five partner distributor outlets in Cote d’Ivoire, Nigeria and Germany.• Executed NPDs, go-to market campaigns and product re-launches for new Tama Black Soap, Tama Shea Soap and three new variants of Tama Hand Creams. Launched Tama Hamper Boxes• Managed – print, electronic and digital marketing communication – Twitter, Facebook and WhatsApp, to deliver impactful integrated marketing communications to relevant and target shoppers and consumers. • Providing leadership, training, direction, coaching and guidance to a team of 25 business development execs, merchandisers, van salesmen and distributor sales executives. Customer and distributor account management Show less

• 

  ECOM Agroindustrial Corp. Limited

  Jul 2018 - Dec 2019

  Regional Manager

  • Delivered +7% volume growth and profit +27% through six cocoa franchising outlets in the 2018/2019 crop season in Region 11, with an annual cocoa procurement of annual cocoa procurement of $8.3million.• Lead strategist and executioner in cocoa franchise (districts) reorganization in regions 1 & 4, delivering -5% volume growth and +14% profit in the 2019/2020 crop season, through thirteen franchise outlets with a combined annual cocoa procurement in excess of $20million.• Established AGL Dadieso B cocoa franchise in the 2019/2020 main crop season – district procured 358MT.• Grew cocoa inputs and fertilizer sales by +37% [$153,000.00] between August and December 2018.• Partnering with international and local agencies – COCOBOD, QCC, Earthworm, CHED, Forest Alliance, UTZ, The Forest Trust, GIZ and clients – Lindt, Mars and Meiji in executing sustainability management programs- seed and nursery development, farmer education, community development – school projects and boreholes, and Climate Smart Agriculture programmes aimed at improving yields, achieving specific SDGs and ensuring rural prosperity via certified intervention programs for 3000+ farmers across 186communities. • Providing leadership and coaching and guidance to a team of 283 PCs, COs, FOs & DS. Logistics planning and transportation of cocoa through primary and secondary evacuation stages to port. Port operations management. Show less

• 

  Royal De Heus - Koudijs Ghana Limited

  Aug 2020 - Jul 2023

  Head of Sales

  • Delivered 36,212MT (113.16%) as of December 31, 2021, versus year-end sales target of 32,000MT. • Expanded dealer and distributor footprints (from 36 to 81), in service of growing distribution and market share.• Lead strategist in designing and implementing route to market and route to farmer, through technical and commercial engagements with farmers, resulting in the training of 11,487farmers, accounting 31% increase in sales in 2021.• Team lead – providing leadership, training, coaching and mentorship across the sales operations and distribution channel for – eight (8) technical poultry and aquaculture farm advisors, six (6) warehouse officers and sales outlets supervisors and eighty-one (81) dealers and distributors. • Set up and operationalized Order-to-Cash & Order-Entry-System - improving sales operations turnaround time. • Initiated key accounts and institutional sales accounting for 21% of all sales.• Partnering and engaging extensively with local, international and government and non-governmental organizations – MOFA, GIZ, UNHCR, ACDI VOCA & USAID, USDA (GPP) via both backward and forward integration in animal nutrition and sustainability management programs. Show less

• 

  ECD Ghana

  Aug 2023 - now

  Head of Operations